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Advisor(s)
Abstract(s)
Loyal and frequent customers are very important for the development of tourist
destinations. In this sense, this paper analyses the relative importance of performance and
relationship marketing variables in building satisfaction and retaining hotels’ frequent guests.
The empirical research involves four hotels belonging to the same tourist destination in the north
of Portugal – the Douro region. Multivariate statistical techniques, such as factor analysis and
multiple linear regression, are used to model the satisfaction of these frequent customers. The
main conclusion of the study is that the performance of the hotels prevails in terms of the
customers’ perceptions over relationship-marketing policies.
Description
Keywords
Hospitality industry relationship marketing customer satisfaction tourism development multivariate statistical analysis.